IndiaCoco aims to shake up childrenswear market

Former Mamas & Papas marketing director Claire Harper

has launched a new kidswear brand this month, IndiaCoco. Launching initially online, the childrenswear brand is targeting parents looking to discover innovative and British childrenswear brands in a one destination shop.

Harper, who previously also held marketing roles at Sainsbury’s and Ocado has launched the venture with her husband Lee Williams a former finance director at retailers including Morrisons and Comet, and plans to open stores for the brand during 2013 across the UK in “community-based locations”.

The site has launched with eight brands including No Added Sugar, celebrity favourite Ilovegorgeous and award winning organic brand, Frugi and stocks statement classics, stylish trends and daywear clothes for children aged zero to eight years. For launch, IndiaCoco’s product range is deliberately targeted and the business has plans to grow and develop as the retail brand listens to customer feedback.

Another key component of IndiaCoco’s on-going retail strategy is to support new up and coming raw talent and become the voice of authority in British childrenswear. In addition, the retail brand aims to focus on operating an unrivalled level of customer service, ensuring an exciting and fulfilling shopping experience.

Commenting on the launch, Harper said: “Customer service is paramount to the success of IndiaCoco and we will deliver the service we know our customers deserve. We are focused on executing a super easy, quick and simple website, a seamless 360 brand experience and fast delivery, all beautifully packed and presented directly to the customer.

“We also want parents to choose IndiaCoco because of our outstanding customer service and the warmth, passion and the commitment that shines through everything we do.”